Rascasse Audience Intelligence

Scandinavian design Audience in United States

A data profile of the people who buy, follow and care about Scandinavian design in United States — modelled from more than twelve digital signal sources. Scandinavian design has an estimated audience of 2,899,762 people in United States.

#5201among Topic in United States#648in Home & Garden

The average Scandinavian design fan in United States is 39.2 years old, more female, and lives primarily in California.

The audience is concentrated in California, Colorado, Minnesota.

Top brand affinities include Danish design, Leroy Merlin, Home Interior Design, with strongest over-indexing on Danish design (28.86× the country average).

Demographically, the Scandinavian design audience skews more female with an average age of 39.2, and over-indexes on personality traits such as Design Affinity, Quality Awareness.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Scandinavian design fan in United States is more female, around 39.2 years old, with strong Design Affinity tendencies and a notable affinity for Danish design.

Category: Home & Garden · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Scandinavian design profile in United States.

Audience size
2.9M
in United States
Gender
69.0%♀
31.0% male
Age
39.2
average years
Country rank
#10592
Topic in United States
Fig. 01

Search interest · 12-month trend

-20%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Scandinavian design fans

69.0% are female, 31.0% are male, average age 39.2.

Fig. 02

Gender split

69.0%
Female
31.0%
Male
Demographic split for Scandinavian design audience in United States
MetricValue
Female69.0%
Male31.0%
Average age39.2
Estimated audience size2,899,762
Fig. 03

Age distribution

Ø 39.2
average years
Age distribution of the Scandinavian design audience in United States
Age bracketShare%
16-1919%
20-2920%
30-3920%
40-4920%
50+20%
Fig. 04

Worldwide distribution

9.3%

of the worldwide Scandinavian design audience comes from United States.

Worldwide audience distribution share by country for Scandinavian design
CountryShare
Japan19.2%
Germany9.6%
United States9.3%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Scandinavian design audience in United States is strongest.

Fig. 05

Top regions by affinity

Scandinavian design fans by region: top regions in United States
#RegionReachAffinity×
01Idaho~100K7.38×
02Colorado~200K5.31×
03California~1.5M5.23×
04Minnesota~100K3.56×
05South Dakota~20K3.42×
06Utah~80K3.20×
07Arizona~100K2.22×
08Montana~20K1.89×
09Nevada~50K1.77×
10Wyoming~4K0.86×
11Oregon~30K0.79×
12Alaska~5K0.76×
13North Dakota~4K0.75×
14Washington~40K0.73×
15Indiana~40K0.70×
16Washington, District of Columbia~6K0.67×
17Missouri~30K0.64×
18Maine~6K0.61×
19Delaware~5K0.60×
20Rhode Island~5K0.59×
21West Virginia~8K0.58×
22Hawaii~7K0.57×
23New Hampshire~7K0.57×
24New Mexico~8K0.56×
25Nebraska~8K0.56×
26Iowa~10K0.55×
27Florida~100K0.52×
28Wisconsin~20K0.52×
29Mississippi~10K0.51×
30Arkansas~10K0.50×
31Kansas~10K0.48×
32Maryland~20K0.46×
33Oklahoma~10K0.45×
34Pennsylvania~40K0.44×
35Alabama~20K0.44×
36Illinois~40K0.43×
37Connecticut~10K0.43×
38Massachusetts~20K0.42×
39Kentucky~20K0.42×
40Virginia~30K0.41×
41Louisiana~20K0.41×
42Michigan~30K0.40×
43Tennessee~20K0.39×
44South Carolina~20K0.39×
45North Carolina~30K0.38×
46New York~60K0.37×
47Texas~80K0.34×
48Georgia~30K0.34×
49Ohio~30K0.33×
50New Jersey~20K0.32×
Fig. 06

Affinity by region

Affinity by region — Scandinavian design, United States
0.32×1.00×7.38×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Scandinavian design audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Scandinavian design audience
#·InterestCategoryAffinity×
01Leroy MerlinShopping47.96×
02Domus (magazine)Home & Garden39.75×
03Style at HomeNews37.53×
04RemodelistaHome & Garden36.58×
05Rustic modernHome & Garden31.73×
06Danish designHome & Garden28.86×
07Danish modernHome & Garden22.69×
08Architecture (magazine)Website / Newspaper / Magazine22.11×
09Laura AshleyHome & Garden20.22×
10HGTV Dream HomeMovies & TV13.65×
11Home InteriorsHome & Garden13.00×
12Wallpaper (magazine)Home & Garden11.62×
13Architecture & Interior DesignHome & Garden11.21×
14Home Interior DesignHome & Garden8.59×
15Antique furnitureHome & Garden7.11×
16Bedroom furnitureHome & Garden6.62×
17H.O.M.E.Home & Garden6.22×
18Home decorating ideasHome & Garden5.89×
19Home DesignHome & Garden5.18×
20DeviantArtInternet & Social Media4.75×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Scandinavian design audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Scandinavian design audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM6.77×
Quality AwarenessPREMIUM3.23×
Luxury OrientationPREMIUM2.08×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Scandinavian design audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.69×
SpiritualityBALANCE0.90×
Social Media UsageJOY0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Scandinavian design have in United States?

Scandinavian design has an estimated audience of 2,899,762 people in United States, concentrated in California and Colorado.

02

What is the gender split and age of Scandinavian design fans?

69.0% of Scandinavian design fans are female, 31.0% are male, with an average age of 39.2 years.

03

Which brands do Scandinavian design fans like most?

Scandinavian design fans show strongest brand affinity for Danish design (28.86×), Leroy Merlin (47.96×), and Home Interior Design (8.59×) over the country average.

04

Where do Scandinavian design fans live in United States?

Scandinavian design fans in United States are most concentrated in California (reach ~1.5M), Colorado (reach ~200K), and Minnesota (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Scandinavian design fans also like?

Beyond Scandinavian design itself, the audience over-indexes on Leroy Merlin (47.96×), Home Interior Design (8.59×), Domus (magazine) (39.75×), and Wallpaper (magazine) (11.62×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Home & Garden audiences in United States

See Scandinavian design audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Scandinavian design. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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